Strategies of Network Advertisement for Cyber-Marketing Based on User Access Paths

Author

Sun, Yi ; Liu, Ying ; Peng, Geng

Author_Institution

Manage. Sch., Chinese Acad. of Sci., Beijing

fYear

2008

fDate

12-14 Oct. 2008

Firstpage

1

Lastpage

3

Abstract

The marketing theory indicates that the promulgating of network advertisement has a significant impact on the effectiveness of cyber-marketing. Therefore the proper strategy about network advertisement is extremely concerned with the network advertisement releaser. Using the technique of user identification and session identification, the access path (the sequence of visit pages) is analyzed on the Web log data from a certain e-commerce Website. The results show that there is significant difference in the purchasing probability of users in different access paths. According to the analysis of access path, two basic strategies of network advertisement are given.

Keywords

Web sites; advertising; electronic commerce; identification; Web log data; cyber-marketing; e-commerce Website; network advertisement; session identification; user access paths; user identification; Advertising; Australia; Communications technology; Internet; Marketing management; Portals; Probability; Psychology; Sun; Web pages;

fLanguage

English

Publisher

ieee

Conference_Titel

Wireless Communications, Networking and Mobile Computing, 2008. WiCOM '08. 4th International Conference on

Conference_Location

Dalian

Print_ISBN

978-1-4244-2107-7

Electronic_ISBN

978-1-4244-2108-4

Type

conf

DOI

10.1109/WiCom.2008.2204

Filename

4680393